Optimising Event Locations and Urban Management in Melbourne

Scenario

The City of Melbourne regularly hosts both public and private events ranging from festivals and cultural shows to weddings and workshops. However, unstructured event planning may lead to crowding, traffic issues, or poor accessibility.

This use case explores how existing pedestrian and parking data can be used to support city planners and event organisers in selecting more suitable and data-driven locations for hosting events, with the goal of improving public accessibility, reducing congestion, and enhancing overall urban management.

User Stories

What This Use Case Will Teach You?

Background and Introduction

Melbourne is one of the most vibrant cities in Australia, known for its frequent public events, cultural festivals, and private functions. With limited public space and fluctuating pedestrian activity, it becomes important to choose event locations that align with crowd patterns and access infrastructure.

This project focuses on analysing pedestrian sensor data and parking availability to identify areas best suited for public and private events. Public events benefit from areas with high visibility and foot traffic, while private events require less crowded, more accessible zones. This data-driven approach supports better planning, reduced disruption, and efficient use of urban space.

Datasets Used

This use case integrates four different datasets, each contributing to various aspects of spatial and event analysis:

  1. Pedestrian Sensor Location Data
    Contains metadata for fixed pedestrian sensors across Melbourne, including sensor names, installation dates, status, orientation, and geographic coordinates (latitude, longitude). This dataset was used to map and identify sensor locations spatially.

    https://data.melbourne.vic.gov.au/explore/dataset/pedestrian-counting-system-sensor-locations/information/

  2. Pedestrian Count Data
    Hourly pedestrian counts from each sensor, indexed by location_id and sensing_date. This data was aggregated to calculate average daily and hourly pedestrian footfall, which formed the basis for clustering and identifying high-traffic areas.

    https://data.melbourne.vic.gov.au/explore/dataset/pedestrian-counting-system-monthly-counts-per-hour/information/

  3. Parking Data
    Geospatial data indicating available parking locations across the city, with fields such as roadsegmentdescription, latitude, and longitude. This was used to assess parking availability within a 150-meter radius of pedestrian sensors to support the identification of private event zones.

    https://data.melbourne.vic.gov.au/explore/dataset/on-street-parking-bays/information/

  4. Event Registry Data
    A supplementary dataset listing previously held events across Melbourne, including event titles, start/end dates, categories (e.g., filming, music). This was reviewed to understand the nature of the events planned in last few years.

    https://data.melbourne.vic.gov.au/explore/dataset/event-permits-2014-2018-including-film-shoots-photo-shoots-weddings-christmas-pa/information/

Data Frames

location_id sensor_description sensor_name installation_date note location_type status direction_1 direction_2 latitude longitude location
0 24 Spencer St-Collins St (North) Col620_T 2013-09-02 NaN Outdoor A East West -37.818880 144.954492 -37.81887963, 144.95449198
1 25 Melbourne Convention Exhibition Centre MCEC_T 2013-08-28 NaN Outdoor A East West -37.824018 144.956044 -37.82401776, 144.95604426
2 36 Queen St (West) Que85_T 2015-01-20 Pushbox Upgrade, 03/08/2023 Outdoor A North South -37.816525 144.961211 -37.81652527, 144.96121062
3 41 Flinders La-Swanston St (West) Swa31 2017-06-29 NaN Outdoor A North South -37.816686 144.966897 -37.81668634, 144.96689733
4 44 Tin Alley-Swanston St (West) UM3_T 2015-04-15 Pushbox Upgrade, 30/06/2023 Outdoor A North South -37.796987 144.964413 -37.79698741, 144.96441306
title event_start event_end category_1 category_2 location
0 Anthony 2015-02-17 2015-02-17 Filming - Movie NaN Inner Suburb Locations
1 Spirit Of The Game 2015-08-18 2015-08-18 Filming - Movie NaN Carlton Gardens
2 Ali's Wedding 2015-11-30 2015-11-30 Filming - Movie NaN Inner Suburb Locations
3 Dogfight 2016-08-23 2016-08-23 Filming - Movie NaN Inner Suburb Locations
4 Dogfight Unit Base 2016-09-21 2016-09-21 Filming - Movie NaN Flagstaff Gardens
id location_id sensing_date hourday direction_1 direction_2 pedestriancount sensor_name location
0 39420220226 39 2022-02-26 4 6 2 8 AlfPl_T -37.81379749, 144.96995745
1 141720230914 14 2023-09-14 17 1021 230 1251 SanBri_T -37.82011242, 144.96291897
2 401120220119 40 2022-01-19 11 92 121 213 Spr201_T -37.80999341, 144.97227587
3 361120220101 36 2022-01-01 11 43 29 72 Que85_T -37.81652527, 144.96121062
4 851020211222 85 2021-12-22 10 96 74 170 488Mac_T -37.79432415, 144.92973378
roadsegmentid kerbsideid roadsegmentdescription latitude longitude lastupdated location
0 22377 NaN The Avenue between MacArthur Road and Gatehous... -37.791116 144.957604 2023-10-31 -37.7911156, 144.9576042
1 22377 NaN The Avenue between MacArthur Road and Gatehous... -37.791013 144.957570 2023-10-31 -37.7910129, 144.9575696
2 22377 NaN The Avenue between MacArthur Road and Gatehous... -37.790961 144.957556 2023-10-31 -37.7909613, 144.9575557
3 22377 NaN The Avenue between MacArthur Road and Gatehous... -37.790806 144.957525 2023-10-31 -37.7908061, 144.9575254
4 22377 NaN The Avenue between MacArthur Road and Gatehous... -37.790435 144.957467 2023-10-31 -37.7904352, 144.9574667
Shapes of dataframes

Parking df			: (23864, 7)
Event df			: (2827, 6)
Pedestrian df			: (2305280, 9)
Parking sensor location		: (139, 12)

Exploratory Data Analysis

Overview of Event Permits (2014-2018)

How many events?

This section outlines the types of permitted events that took place in the Melbourne city area between 2014 and 2018. Insights drawn from this dataset will be used in the project to identify common event types and their typical time frames. This information will also support the analysis of the most suitable locations and optimal timings for hosting various events across the city.

What kind of events?

category_1
Wedding                                    615
Public Event - Non-ticketed                511
Promotion                                  430
Filming - TV Series                        200
Public Event - Run Walk                    198
Filming - TVC                              158
Public Event - Ticketed                    111
Public Event - Low Impact Activity          92
Filming - Photo shoot                       90
Private Event                               87
Filming - Unit Base                         58
Filming - Student                           57
Public Event - Music Event                  41
Filming - Other                             40
Public Event - Media/Launch Event           36
Public Event - Memorial                     25
Filming - Movie                             21
Public Event - Cycling Event                19
Public Event - Parade                       16
Public Event - Music                         6
Public Event - Cycling                       3
Filming - TV Series, Filming - Unit          2
Public Event - Media Launch                  2
Public Event - Outside Broadcast             2
Filming -- Other                             1
Filming - TVC, Recreation and Sport          1
Private Event -                              1
Public Event - Media Launch Event            1
Filming - TV Series Filming - TV Series      1
Public Event                                 1
Public Event - Low Impact Activity,          1
Name: count, dtype: int64

According to the results above, the dataset contains a large number of event categories, which makes the analysis more complex than necessary. To simplify the analysis, it would be more effective to introduce a new classification that groups events under broader categories such as “Public” and “Private” events.

The bar chart shows that from 2014 to 2018, Melbourne hosted 2827 events in total including slightly more Public events (1,495) than Private events (1,332). This indicates a fairly balanced distribution, with public events being just a bit more common.

Public vs Private Events by Category (2014–2018)

This distribution highlights that public spaces in Melbourne were frequently used for community and promotional purposes, whereas private events were focused on personal celebrations and media production.

title event_start event_end category_1 category_2 location event_type
0 Anthony 2015-02-17 2015-02-17 Filming - Movie NaN Inner Suburb Locations Private
1 Spirit Of The Game 2015-08-18 2015-08-18 Filming - Movie NaN Carlton Gardens Private
2 Ali's Wedding 2015-11-30 2015-11-30 Filming - Movie NaN Inner Suburb Locations Private
3 Dogfight 2016-08-23 2016-08-23 Filming - Movie NaN Inner Suburb Locations Private
4 Dogfight Unit Base 2016-09-21 2016-09-21 Filming - Movie NaN Flagstaff Gardens Private
# Define subcategory logic
def classify_event(row):
    if row['event_type'] == 'Private':
        if 'Wedding' in row['category_1']:
            return 'Wedding'
        elif 'Filming' in row['category_1']:
            return 'Filming'
        else:
            return 'Other'
    elif row['event_type'] == 'Public':
        if 'Non-ticketed' in row['category_1']:
            return 'Non-ticketed'
        elif 'Promotion' in row['category_1']:
            return 'Promotion'
        else:
            return 'Other'
    return 'Unknown'

# Apply subcategory classification
event_df['sub_category'] = event_df.apply(classify_event, axis=1)

This trend highlights a strong preference for organizing public events in warmer, more favorable weather conditions, particularly during spring.

This contrast highlights how weather and outdoor suitability primarily impact personal celebrations like weddings, while media productions maintain steady demand year-round.


Overview of Pedestrian Data Frame

This boxplot shows that most locations and times have low pedestrian counts, usually under 500.

But there are also many higher values, going up to nearly 10,000. They likely come from busy areas like the city center or places with special events. So, the data clearly shows that foot traffic can change a lot depending on the location and time.

The histogram shows that most pedestrian counts are low, with a large number of records having lower counts. This is expected in a city environment, where only a few places like CBDs or event areas experience very high foot traffic.

The line chart illustrates the average pedestrian count in Melbourne throughout a typical day, based on data aggregated from multiple sensor locations.

The data shows a clear pattern of pedestrian movement across 24 hours:

This pattern provides insight into when foot traffic is at its highest and lowest across the city, which is valuable for event timing, resource planning, and urban management.

This chart shows the top 10 busiest locations based on average pedestrian count. Flinders La–Swanston St (West), Elizabeth Street, and Southbank are among the most active areas, making the areas around them suitable for large public events or campaigns.

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The map displays pedestrian sensor locations across the city of Melbourne, clustered based on their average pedestrian count. Each point on the map is color-coded to indicate the level of pedestrian activity:

The clustering approach helps identify areas of high and low pedestrian activity across the city.

High and moderate footfall locations are mostly concentrated around central Melbourne, indicating their suitability for public events. In contrast, low and very low footfall areas are found around the outer zones, suggesting their potential for private events, especially when supported by nearby parking availability.

This is an interactive map, allowing users to click on each location to view additional information such as the sensor name, average daily count, and a line chart showing the hourly pedestrian trend. This feature provides deeper insights and supports more informed event planning decisions.

Overview of Parking Data Frame

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This map displays the distribution of available parking spots across central Melbourne. Each blue segment represents a recorded parking location, providing a clear view of street-level and structured parking coverage.

The visualisation shows that parking availability is densest around the central and northern sections of the Melbourne CBD and surrounding commercial zones. Areas near Spencer Street, Queen Victoria Market, and Carlton exhibit a high density of parking facilities, which suggests these regions are better equipped to support events that require vehicle access.

This map was used primarily to support the identification of zones suitable for private events. In such cases, adequate parking is a key consideration to ensure convenient access for attendees, vendors, and service providers.

By combining this data with pedestrian footfall clusters, the analysis highlights locations that are quiet yet logistically accessible, making them ideal for private events.

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This heatmap shows areas with high parking availability in red and yellow. Blue areas have moderate availability, and areas with no color have little or no parking data. It’s a clear view of where parking is most concentrated in Melbourne.

Recognize Suitable Locations for Events

Zones Suitable for Public Events

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This heatmap displays areas in Melbourne identified as suitable for hosting public events. The highlighted zones are determined based on pedestrian activity levels, using clustering on average footfall data.

The most prominent zones shown in red and yellow indicate areas with the highest pedestrian counts. These are primarily located in and around the Melbourne Central Business District (CBD), which includes key public spaces, shopping districts, and major roads.

Such areas are ideal for public events like festivals, promotional campaigns, or community gatherings, as they offer high visibility and natural pedestrian engagement throughout the day.

The heatmap provides a spatial reference for selecting public event locations that are likely to attract attention and benefit from existing crowd movement, without the need for additional footfall generation.

Note: When identifying suitable zones for public events, parking availability was not considered as a filtering criterion. Public events typically attract large crowds where individual parking cannot be guaranteed or practically accommodated. Instead, pedestrian footfall was prioritised, as public events benefit from natural crowd flow and high visibility. Additionally, most attendees are expected to rely on public transport, walking, or other shared mobility options when attending such events, especially in central areas of Melbourne.

Zones Suitable for Private Events

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This heatmap illustrates zones across Melbourne that are considered suitable for hosting private events. The suitability is determined based on two key criteria:

  1. Low or very low pedestrian footfall – to ensure privacy and minimal disruption.
  2. Medium to high nearby parking availability – to support easy access for attendees.

Brighter and more concentrated areas on the map indicate stronger suitability, where both conditions are met effectively.

The map highlights several clusters in quieter parts of the city, often away from the central business district. These areas are optimal for events such as weddings, workshops, or community meetings where a calm environment and accessibility are important.

This visualisation supports event planners in selecting locations where crowd levels are naturally lower but logistical support, like parking, is still available.

Conclusion

This use case demonstrates how urban data can be used to improve decision-making in event location planning. By analysing pedestrian patterns and parking availability, city planners and event organisers can make informed choices about where to host events based on foot traffic intensity, accessibility, and logistical feasibility.

The project distinguishes between public and private event needs—focusing on visibility and crowd flow for public events, and privacy with parking access for private ones. It also highlights the value of spatial data integration, clustering techniques, and interactive visualisations in supporting location-based decision-making.

The resulting recommendations help minimise disruption, improve attendee experience, and support Melbourne's broader urban management and planning goals. This approach provides a scalable framework that can be extended or replicated in other cities where similar data infrastructure exists, contributing to smarter, data-informed urban event strategies.

Recommendations

Event planners can use the interactive heatmaps generated from this analysis to make informed decisions:

These visual tools support quick, evidence-based location selection based on event type and urban dynamics.